NBC’s Bob Greenblatt: “flat is the new up”

At #TCAs13 today:
NBC Entertainment boss Bob Greenblatt called this “the year of improvement” for the Peacock network. NBC had its most competitive 18-49 season in nine years, he noted, with no help from Super Bowl or Olympics.
“Flat is the new up,” Greenblatt said. Time-shifting via DVR helps add audience.

“We need to be in the event business,” Greenblatt says, predicting critics are likely to hear that from all broadcast networks. NBC will highlight live sports, “The Voice,” “America’s Got Talent,” a new live game show called “Million Second Quiz,” a live “Sound of Music” at holiday time. “They feel immediate. We’re looking for more and more of those events.”

This “event” strategy, apparently, is how broadcasters hope to combat the superior drama surge on cable, Netflix, etc.

Paul Telegdy, president of alternative and late-night programming, likewise stresses “event” strategy and social media connections. He counts late-night variety/talk as “event”-like.

So, let the other guys win Emmys for smart drama and adult comedy. NBC sees its future in big tent, mass appeal “events” as the way to compete. Remember, “Girls” gets maybe 1 million viewers while the Thanksgiving Day parade on NBC gets 44 million. It’s not about art, it’s about commerce.